Wang Zhentao: Brand Is The Passport Of The International Market.

Someone once studied AOKANG's development experience and came to a very simple conclusion: any small thing, as long as it is in AOKANG, will be done by them.

Although this conclusion is simple, it is indeed Wang Zhentao's biggest bright spot for AOKANG to be good at planning and building brands.

"Brand is the ticket to enter the international market. The international market only recognizes the brand and does not recognize the product.

When we mention the brand, we all think of the top 500 in the world.

Therefore, we should not only win the product, but also win the brand.

Wang Zhentao said in an interview with our reporter.

In 1988, Wang Zhentao, who sold leather shoes outside the country, returned to his hometown of Huang Tian Town, Yongjia, and began his own career in 1988.

At that time, the whole country was bidding for the Olympic Games, and the Olympic Games was a hot term.

So Wang Zhentao named his company "Olin shoe factory", which means simply: we must carry forward the Olympic spirit of struggle and work hard.

But when Wang Zhentao went to the trade and Industry Department to register a trademark, he was told that Olin was an international public company and could not be registered as an enterprise trademark.

Enthusiastic industry and commerce personnel put forward a proposal: instead of "Olin" to "AOKANG", that is, to carry forward the Olympic spirit and promote the healthy development of enterprises.

The road of AOKANG began.

Because of this, AOKANG has a special feeling for the Olympic Games, and the Olympic Games also bring good luck to AOKANG.

In 2000, on the eve of the Sydney Olympic Games, nearly 10000 pairs of leather shoes produced by AOKANG group were shipped to Sydney, becoming the first choice for Olympic staff and team members.

In 2001, China once again bid for the Olympic Games. AOKANG group carried out the "AOKANG group's support for Beijing's signing of the Olympic Games 10000 signatures" in all parts of the country, encouraging Beijing to bid for Olympic Games.

When the good news of Beijing's bid for the Olympic Games came, Wang Zhentao said excitedly, "winning the bid is not only a win for Beijing, but also a win for AOKANG!"

Beijing's bid for the Olympic Games was successful, and Wang Zhentao, President of AOKANG group and his staff were also delighted to drink the celebration wine.

Wang Zhentao confidently said: "when the Olympic Games were held in Beijing in 2008, AOKANG would play the role of" world shoe king "in the Olympic Games.

The international construction of AOKANG brand "500 years ago, Columbo declared that" the world is round ", and after 500 years, the world is not only round but also flat.

The space distance of the world market is getting closer and closer, and the trade between countries is becoming more and more frequent. The upgrading of products becomes faster and faster, the market competition becomes more and more intense, and the world's resources have changed from state to public.

Since last year, a book called "the world is flat" has become popular. The passage in this book impressed Wang Zhentao deeply. He told employees in the company's internal meeting: how to adapt and cope with the trend of globalization, how to make AOKANG's rapid growth in the past 20 years to grow continuously, become a truly international brand, a truly internationalized enterprise, and realize our common dream of "one hundred year AOKANG, global brand".

This is a big topic and a new subject for all of us in AOKANG.

In fact, a long time ago, AOKANG has already initiated the internationalization of its brand. Two things can be regarded as the beginning of AOKANG's international brand building.

The first thing is that AOKANG invited the Beijing famous brand asset appraisal company to make a technical assessment of AOKANG's brand value.

According to the technical standard of the international assessment company, the company released the evaluation conclusion: "AOKANG" brand value is 1 billion 698 million yuan.

The significance of this technical assessment is not to be ignored.

AOKANG group has become the first trademark in China's leather shoes industry to be evaluated by professional organizations.

Through this action, AOKANG correctly estimated the market position and influence of "AOKANG" brand, laid the foundation for the future brand operation and the implementation of brand strategy. At the same time, it also echoed with the stage of Wenzhou enterprises upgrading from "quality to market" to "brand establishment" in recent years, which fully accords with the needs of Wenzhou enterprises in the new era.

If the professional assessment company judges AOKANG and lays the domestic value of AOKANG brand, since 2003, AOKANG group and Italy footwear brand GEOX have officially accelerated the internationalization process of AOKANG brand.

This strategic brand cooperation enables AOKANG to seek a definite goal when it seeks to shorten the gap with international brands.

According to the cooperation agreement between AOKANG and GEOX, in the international market, GEOX will allow AOKANG to sell AOKANG brand products through its global network, and first actively recommend AOKANG brand. In mainland China market, AOKANG will manufacture products for the global market for GEOX, and participate in the design and development of products sold in the Asian market. At the same time, it will also be responsible for GEOX brand promotion, network construction and product sales in China.

Wang Zhentao believes that many Chinese enterprises are world class in terms of production scale and capability, market operation ability and human resources, but building a world brand is a systematic project, and its core link is technological development capability.

Therefore, the key to internationalization is to cooperate with international brands in the field of design and development.

Therefore, when AOKANG wants to internationalize, the core technology that needs the world ahead is the most needed. The terms of cooperation with GEOX can guarantee the effective achievement of AOKANG's established goals.